Media system and method

ABSTRACT

A virtual world environment unit, and related methods, operable to simulate an actual live event in substantially real-time is disclosed. Also disclosed is an interactive media system configured to present a substantially real-time simulation of an actual live event involving a moveable object in an arena. Further disclosed is a method of providing and/or viewing a substantially real-time simulation of an actual live event involving a moveable object in an arena.

This application is a continuation of U.S. patent application Ser. No.15/413,728 now allowed, filed Jan. 24, 2017, which is a continuation ofU.S. patent application Ser. No. 13/362,621, filed Jan. 31, 2012, issuedas U.S. Pat. No. 9,576,330, and which is a continuation-in-part of U.S.patent application Ser. No. 12/921,052, filed Sep. 3, 2010, and issuedas U.S. Pat. No. 8,128,469, which in turn is a U.S. National Stagefiling under 35 U.S.C. § 371 of International Application No.PCT/GB2009/050222, filed Mar. 5, 2009, which in turn claims priority toEuropean patent application No. 08155517.9, filed Apr. 30, 2008, whichin turn claims priority to British Application No. 0804274.9, filed Mar.7, 2008.

TECHNICAL FIELD

This invention relates to a media system, components thereof andassociated methods.

BACKGROUND

Consumer appetite for access to live events (such as music concerts andsporting events) has been growing in recent years. Technologicaldevelopments have also increased consumer expectations and demands forinteractivity in the media which they consume.

Thus far, the internet has only been used in a limited manner to provideconsumers access to live events.

The conventional means of providing access to live events have manylimitations. For example, actually attending a live event offerstremendous appeal, but the venue at which the live event is held willhave a limited capacity. Furthermore, the price of a ticket to many ofthe most popular live events may be a barrier to some spectators. Thedistance that spectators may have to travel to reach the live events,and the associated inconvenience and cost, is yet another limitation onaccess to the event.

Television and radio broadcasts provide access to live events over awider geographical area more conveniently. However, radio broadcastsfail to capture the visual appeal of the event and television footage isincreasingly restricted to those who subscribe to expensive televisionpackages (often provided through cable, satellite or terrestrial digitalbroadcasts). In addition, the popularity of such television services isthought to be likely to decline in the future with consumers seekingmore interactive and less passive forms of entertainment.

SUMMARY

Embodiments of the present invention seek to ameliorate one or moreproblems associated with the prior art.

One aspect of the present invention provides an interactive media systemconfigured to present a substantially real-time simulation of an actuallive event involving a moveable object in an arena, the systemcomprising: a tag attachable to a moveable object involved in an actuallive event in an arena; one or more base stations located relative tothe arena and operable to receive a signal from the tag; a locationplatform configured to determine the location of the tag in the arenabased on the signal received from the tag by the or each base station,and to output location data representing a location of the tag in thearena; a virtual world environment unit to simulate the actual liveevent including the arena, the object, and movement of the object in thearena using the location data for the tag; and an access interface incommunication with the virtual world environment unit, the accessinterface being arranged to provide a user with access to the simulatedarena and to permit the user to observe the simulated event insubstantially real-time.

Preferably at least one of the one or more base stations are locatedinside the arena.

Advantageously, the system further comprises an optical reference unitconfigured to track the location of a further object in the arenaoptically and to output further location data representing a location ofthe further object in the arena, wherein the virtual world environmentunit is adapted to simulate the actual live event including the furtherobject and movement of the further object in the arena using the furtherlocation data.

Conveniently, the system further comprises one or more time stamp unitsarranged to associate time stamp data with the location data and thefurther location data such that the location data and further locationdata can be registered in the same time frame using the associated timestamp data.

Preferably, the system further comprises one or more additional tagsattachable to respective additional objects involved in the actual liveevent, wherein the one or more base stations are operable to receive asignal from each respective tag; the location platform is configured todetermine the location of each tag based on the signal received fromthat tag by the or each base station, and to output location datarepresenting the locations of each tag in the arena; and the virtualworld environment unit simulates the actual live event including theobjects and movement of the objects in the arena using the location datafor each tag.

Advantageously, the access interface includes a server to receive a userrequest to observe the simulated event and to transmit a data stream tothe user, the data stream representing the simulated event and beingsuitable to be used to simulate the event on a user display.

Conveniently, the virtual world environment unit is configured to modelone or more interactive elements with which a user may interact.

Preferably, the access interface is adapted to permit two or more usersto observe the simulated event and can receive one or more interactioncommands from a user which permit the user to interact with at least oneother user.

Advantageously, the interaction commands are processed by the virtualworld environment unit.

Another aspect of the present invention provides a location trackingsystem configured to track the location of a tag in an arena insubstantially real-time during an actual live event, the systemcomprising: an array of base stations in a substantially uniformarrangement positioned relative to an arena, each base station beingadapted to receive a signal from a tag and output location data relatingto the received signal; and a location platform arranged to determinethe location of the tag in the arena based on location data output atleast one of the array of base stations in substantially real-time.

Preferably, the array includes at least three base stations.

Advantageously, the base stations of the array of base stations aresubstantially evenly spaced.

Conveniently, the array of base stations comprises an array of RFIDtags.

Alternatively, the array of base stations comprises an array of RFID tagreader devices.

Preferably, the system further comprises an optical reference unitconfigured to track the location of a further object in the arenaoptically and to output further location data representing the locationof the further object in the arena.

Advantageously, the system further comprises one or more time stampunits arranged to associate time stamp data with the location data andthe further location data such that the location data and furtherlocation data can be registered in the same time frame using theassociated time stamp data.

Another aspect of the present invention provides a location trackingsystem configured to track the location of a tag in an arena and afurther object in the arena in substantially real-time during an actuallive event, the system comprising: an array of base stations positionedrelative to an arena, each base station being adapted to receive asignal from a tag and output location data relating to the receivedsignal; a location platform arranged to determine the location of thetag in the arena based on location data output at least one of the arrayof base stations; and an optical reference unit configured to track thelocation of a further object in the arena optically and output locationdata relating to the location of the further object.

Preferably, the system further comprises one or more time stamp unitsarranged to associate time stamp data with the location data such thatall of the location data can be registered in the same time frame usingthe associated time stamp data.

Another aspect of the present invention provides a virtual worldenvironment unit operable to simulate an actual live event insubstantially real-time, the simulation including a simulated arenabased on library information for the arena, a simulated object in thearena, simulated movement of the object in the arena based onsubstantially real-time location data received by the unit for theobject, and a simulated user in a virtual spectator area which isseparate from the simulated arena.

Preferably, the unit is further operable to receive one or moreinteraction instructions from one or more users and to adapt one of thesimulation of the user and an element in the virtual spectator area inaccordance with the or each interaction instruction.

Another aspect of the present invention provides a method of providing asubstantially real-time simulation of an actual live event involving amoveable object in an arena, the method comprising the steps of:tracking the location of a moveable object in an arena and generatinglocation data representing the location of the object in the arena byutilizing one or more base stations located relative to the arena toreceive a signal from a tag attached to the moveable object, anddetermining the location of the tag in the arena based on the signalreceived from the tag by the or each base station; transmitting thelocation data to a virtual world environment unit; generating asimulation of the event in the virtual world environment unit using thereceived location data to simulate the object in a simulated arena; andpermitting a user to access the simulated arena and observe thesimulated event in substantially real-time.

Preferably, the step of tracking the location of a moveable objectincludes the step of providing at least one of the one or more basestations inside the arena.

Advantageously, the method further comprises the step of tracking afurther object using an optical reference unit configured to track thelocation of the further object in the arena optically and to outputfurther location data representing a location of the further object inthe arena, wherein the step of generating a simulation of the eventfurther comprises simulating the further object and movement of thefurther object in the arena using the further location data.

Conveniently, the method further comprises the step of associating timestamp data with the location data and the further location data suchthat the location data and further location data can be registered inthe same time frame.

Preferably, the method further comprises the step of tracking one ormore additional moveable objects in the arena and generating locationdata representing the location of the or each additional object in thearena by utilizing one or more tags attachable to the or each respectiveadditional object and receiving a signal from each respective tag at theone or more base stations, wherein the step of generating a simulationof the event further comprises using the location data to simulate theor each further object in the simulated arena.

Advantageously, the method further comprises the steps of receiving auser request to observe the simulated event and to transmitting a datastream to the user, the data stream representing the simulated event andbeing suitable to be used to simulate the event on a user display.

Conveniently, the method further comprises the step of modeling one ormore interactive elements with which a user may interact.

Preferably, the method further comprises the step of permitting a userto access the simulated arena comprises the step of permitting two ormore users to observe the simulated event; and the method furthercomprises the step of receiving one or more interaction commands from auser which permit the user to interact with at least one other user.

Advantageously, the method further comprises the step of processing theor each interaction command in the virtual world environment unit.

Another aspect of the present invention provides a location trackingmethod to track the location of a tag in an arena in substantiallyreal-time during an actual live event, the method comprising: providingan array of base stations in a substantially uniform arrangementpositioned relative to an arena; receiving, at a base station of thearray of base stations, a signal from a tag and outputting location datarelating to the received signal from the base station; and determiningthe location of the tag in the arena using a location platform based onthe location output by the base station in substantially real-time.

Preferably, the step of providing an array of base stations comprisesproviding at least three base stations.

Advantageously, the step of providing an array of base stationscomprises providing the base stations in a substantially evenly spacedarrangement.

Conveniently, the step of providing an array of base stations comprisesproviding an array of RFID tags.

Alternatively, the step of providing an array of base stations comprisesproviding an array of RFID tag reader devices.

Preferably, the method further comprises the steps of: tracking thelocation of a further object in the arena optically using an opticalreference unit; and outputting further location data representing thelocation of the further object in the arena.

Advantageously, the method further comprises the step of associating atime stamp with the location data and the further location data suchthat the location data and further location data can be registered inthe same time frame using the associated time stamp data.

Another aspect of the invention provides a method of tracking thelocation of a tag in an arena and a further object in the arena insubstantially real-time during an actual live event, the methodcomprising: providing an array of base stations positioned relative toan arena; receiving, at a base station of the array of base stations, asignal from a tag and outputting location data relating to the receivedsignal from the base station; determining the location of the tag in thearena using a location platform based on the location output by the basestation in substantially real-time; optically tracking a further objectin the arena using an optical reference unit; and outputting locationdata relating to the location of the further object.

Preferably, the method further comprises the step of associating timestamp data with the location data such that all of the location data canbe registered in the same time frame using the associated time stampdata.

Another aspect of the present invention provides a method of operating avirtual world environment unit, the unit being operable to simulate anactual live event in substantially real-time, the method comprising thesteps of: simulating an arena based on library information for thearena, simulating an object in the arena; simulating movement of theobject in the arena based on substantially real-time location datareceived by the unit for the object; and simulating a user in a virtualspectator area which is separate from the simulated arena.

Preferably, the method further comprises the steps of: receiving one ormore interaction instructions from one or more users; and adapting oneof the simulation of the user and an element in the virtual spectatorarea in accordance with the or each interaction instruction.

Another aspect of the present invention provides a method of viewing asubstantially real-time simulation of an actual event involving amoveable object in an arena, the method comprising the steps of:receiving, at a user unit, a substantially real-time simulation of alive event involving at least one moveable object in an arena; andreceiving a simulation of the user in a spectator area of the simulatedevent, the spectator area being separate from the arena.

Another aspect of the present invention provides a virtual worldenvironment unit operable to simulate an actual live event insubstantially real-time, the simulation comprising a simulated arenabased on library information for an arena comprising a spectator stand,a simulated object in an event area of the simulated arena said objectbeing involved in the actual live event, simulated movement of theobject in the event area of the simulated arena based on substantiallyreal-time location data received by the unit for the object, a simulatedvirtual spectator area which is separate from the event area of thesimulated arena and which is based on library information for thespectator stand of the arena; and a simulated user in the virtualspectator area, whereby the user is permitted to observe the simulationof the actual live event, and to provide interaction commands whichpermit the user to interact with at least one other user.

Preferably, the virtual world environment unit is configured to modelone or more interactive elements with which a user may interact. Alsopreferably, the simulated user is restricted from accessing the entiresimulated spectator area.

In another embodiment, the system is configured to present asubstantially real-time simulation of an actual live event involving amoveable object in an arena, the system comprising a tag attachable to amoveable object involved in an actual live event in an arena, one ormore base stations located relative to the arena and operable to receivea signal from the tag, and a location platform configured to determinethe location of the tag in the arena based on the signal received fromthe tag by one of or each base station, and to output location datarepresenting a location of the tag in the arena.

Advantageously, the virtual world environment unit includes an accessinterface in communication with the virtual world environment unit, theaccess interface being arranged to provide the user with access to thesimulated arena and to permit the user to observe the simulated event insubstantially real-time. In one embodiment, the signal received from thetag is an optical signal.

The system may further comprises an optical reference unit configured totrack the location of a further object in the arena optically and tooutput further location data representing a location of the furtherobject in the arena, wherein the virtual world environment unit isadapted to simulate the actual live event including the further objectand movement of the further object in the arena using the furtherlocation data.

Advantageously, the system may further comprise one or more time stampunits arranged to associate time stamp data with the location data andthe further location data such that the location data and furtherlocation data can be registered in the same time frame using theassociated time stamp data.

Conveniently, the system may further comprise one or more additionaltags attachable to respective additional objects involved in the actuallive event, wherein the one or more base stations are operable toreceive a signal from each respective tag, the location platform isconfigured to determine the location of each tag based on the signalreceived from that tag by the one or each base station, and to outputlocation data representing the locations of each tag in the arena, andthe virtual world environment unit simulates the actual live eventincluding the objects and movement of the objects in the arena using thelocation data for each tag.

Still further, the access interface may comprise a server to receive auser request to observe the simulated event and to transmit a datastream to the user, the data stream representing the simulated event andbeing suitable to be used to simulate the event on a user display. Theaccess interface may be adapted to permit two or more users to observethe simulated event and to receive one or more interaction commands froma user which permit the user to interact with at least one other user.If desired, the interaction commands are processed by the virtual worldenvironment unit.

Another aspect of the present invention provides a method of operating avirtual world environment unit, the unit being operable to simulate anactual live event in substantially real-time, the method comprising thesteps of: simulating an arena based on library information for an arenacomprising a spectator stand, simulating an object in an event area ofthe simulated arena said object being involved in the actual live event,simulating movement of the object in the event area of the simulatedarena based on substantially real-time location data received by theunit for the object, simulating a virtual spectator area which isseparate from the event area of the simulated arena and which is basedon library information for the spectator stand of the arena; andsimulating a user in the virtual spectator area, whereby the user ispermitted to observe the simulation of the actual live event, and toprovide interaction commands which permit the user to interact with atleast one other user.

Preferably, simulating a user in the virtual spectator area comprisesrestricting the simulated user from accessing the entire simulatedvirtual spectator area.

As still further aspect of the present invention includes a method ofproviding a substantially real-time simulation of an actual live eventinvolving a moveable object in an arena, the method comprising the stepsof: tracking the location of a moveable object in an arena andgenerating location data representing the location of the object in thearena by utilizing one or more base stations located relative to thearena to receive a signal from a tag attached to the moveable object,and determining the location of the tag in the arena based on the signalreceived from the tag by the or each base station; transmitting thelocation data to a virtual world environment unit; generating asimulation of the event in the virtual world environment unit; andpermitting the user to access the simulated arena and observe thesimulated event in substantially real-time.

A still further aspect of the present invention provides a method ofviewing a substantially real-time simulation of an actual eventinvolving a moveable object in an arena, the method comprising the stepsof: receiving, at a user unit, a substantially real-time simulation of alive event involving at least one moveable object in an arena, the arenahaving a spectator stand; receiving a simulation of the user in asimulated spectator area of the simulated event, the simulated spectatorarea being separate from the arena and being based on the spectatorstand of the arena; displaying the simulation of the actual live event;and receiving interaction commands from the user which permit the userto interact with at least on other user.

Preferably, receiving a simulation of a user in the spectator areacomprises restricting the simulated user from accessing the entiresimulated virtual spectator area.

BRIEF DESCRIPTION OF DRAWINGS

In order that the present invention may be more readily understood,embodiments thereof will now be described, by way of example, withreference to the accompanying drawings, in which:

FIG. 1 is a schematic representation of the system architecture of aninteractive media system embodying the present invention; and

FIG. 2 is a schematic representation of elements of the interactivemedia system of FIG. 1; and

FIG. 3 is a schematic representation of the system of an embodiment ofthe present invention.

DETAILED DESCRIPTION

Embodiments of the present invention seek to provide an interactivemedia system which provides access to a live event over a network whichmay include the internet.

Live events to which embodiments of the present invention may be appliedinclude, but are not limited to: soccer, basketball, tennis, cycling,athletics, volleyball, rugby union, rugby league, boxing, handball,swimming, baseball, football, cricket, religious events or services,music concerts, music festivals, theatre performances, musicals, comedyshows, opera, ballet/dance, the circus and the like.

An interactive media system embodying the present invention may comprisefour main elements: a real world arena 1 having movable objects 2 whichare location-tagged 3, the location of one or more movable objects 2being derived by a location platform 4; a virtual environment comprisinga computer-based simulated environment shared by many users and hostedon a local server 5 or hosted as a distributed network 6; usersconnected to and allowed access to the virtual environment over acommunication network; and an interface 8 to furnish the virtual worldenvironment with data from the real world arena.

Location Platform

An arena 1 existing in the real world comprises a 3-D space in which alive activity takes place and which has a 3-D co-ordinate systemallowing any object 3, 9 in the arena 1 to have its location specified.Examples of arenas 1 are sporting arenas such as a motor racing circuit,a sporting stadium, a concert venue, a ski or winter sports course orcircuit, a maritime environment in which a maritime event is takingplace, the skies in which an aerobatic or aero-racing event is takingplace and more confined spaces like a boxing ring or a snooker or pooltable. All of these arenas 1 comprise the area where the actual activityis taking place as well as the environment around the arena in whichspectators may observe the live event.

Objects 2, 9 taking part in the real world event are movable andcomprise a mixture of animate objects and inanimate objects. In theexample of a snooker table, the inanimate objects comprise the balls andthe cue and the animate objects comprise the respective players or evenportions of the players such as their hands, torso, fore-arms and head.The animate objects may also comprise umpires or referees or other matchofficials, in examples in which the event is a sporting event.

A location tag 3 may be attached to a movable object 2. Preferably,respective location tags 3 are attached to all of the movable objects 2,9 in the arena 1. A location tag 3 may be attached to an object 2 byphysical attachment, being strapped to the object 2, 9, being insertedinto the object 2, 9, or being formed as part of the object 2, 9. Thelocation tag 3 is associated with the movable object 2, 9 during thecourse of the live event and its function is to provide a means by whichthe location of the object 2, 9 within the real world arena 1 can beidentified. A base station 10 is located in or around the arena 1 toreceive signals from the location tag 3. The form of the base station 10is dictated by the form of the location tag 3 or tags 3.

In one example, the location tag 3 is an active RFID tag. In otherexamples, the location tag 3 is a passive RFID tag. In another example,the location tag 3 comprises a GPS receiver. In a further example, thelocation tag 3 is a radio transmitter. The location tags 3 send a signalto the base station 10, which signal can be interpreted by the basestation 10 to derive location information for that tag 3. The tag 3 maysend more than one type of signal and/or a combination of signal types.The signal spectrum is radio frequency, optical, ultrasonic or any otherform of signal operable to communicate with a base station 10. Inexamples, the location tag 3 is an active radio-frequency identification(RFID) tag—such a tag includes a power source such as a battery andtransmits radio-frequency signals from which the location of the tag 3can be determined. The location tag 3 may comprise a passive RFIDtag—i.e. without its own power source (in the form of a battery).Passive RFID tags scavenge power from an external source. Otherexamples, of RFID tags may include hybrid tags which include a powersource (e.g. a battery) and which scavenge power from an externalsource—i.e. Battery Assisted RFID tags.

The tag 3 may be a reflective marker which is configured to reflect asignal which is generated elsewhere and directed towards the tag 3and/or more generally directed towards the arena 1. A suitablereflective marker may be configured to reflect a specific signalfrequency or range of signal frequencies. Such tags 3 may be attached orcoupled to animated objects and inanimate objects. The signal reflectedfrom a tag 3 of this sort may be detected by the location platform 4.The signal may be a radio signal or an optical signal or any othersuitable form of electromagnetic signal. The tag 3 may form part of theobject to which it is attached or may be part of the clothing worn by ananimate object. The tag 3 could be, for example, an entire item ofclothing (such as a shirt).

In embodiments, the tag 3 is further configured to sense one or moreparameters concerning the object to which it is attached. For example,the tag 3 may be configured to sense the heart rate of a person to whichthe tag 3 is attached and/or the temperature of that person.

In some embodiments, there is no separately identifiable tag 3 as such,but the entire animate or inanimate object is optically tracked—in otherwords, the object or a part thereof is the tag 3. In some cases this isachieved by tracking the movement of areas of contrast in an image(which may be assumed to be or registered as animate or inanimateobjects for tracking). Other more complex image analysis techniques maybe used to identify and track animate and inanimate objects in an image.In these embodiments, the location platform may automatically designatedetected objects for tracking. The automatic designation may besupplemented or replaced by manual intervention by a user to designateobjects for tracking within an image or series of images. Images of theobjects being optically tracked may be processed to strip awaybackground images and shadows to allow for easier identification andtracking of the objects.

The location platform 4 derives the location of the tag 3 from signalsreceived from the location tag 3, the base station 10 or both andoutputs location data representing a location of the tag 3 in the 3-Dco-ordinate system of the real world arena 1.

The location platform 4 may in some examples comprise the base station10, or a plurality of base stations 10, where the base station 10 orbase stations 10 receive sufficient information from the signals fromthe location tag 3 to derive the location of the tag 3 and outputlocation data representing the location of the tag 3 in the co-ordinatesystem.

In the example where the location tag 3 is a GPS receiver, the tag 3 isalso operable to transmit a radio signal to a base station 10 orlocation platform 4 which can then readily derive the location of thetag 3 from the received signal.

Active, battery powered, location tags 3 and passive location tags 3 areconfigured as parts of clothing or shoes. The antenna loops andcircuiting are provided as flexible elements which are interwoven withor adhered to the clothing or shoe fabric. In this manner, the locationtag 3 becomes an integral part of the ordinary apparel worn by aparticipant. This is important so that the performance and experience ofthe participant is not influenced or impaired in any way by the presenceof a location tag 3 or tags 3.

In one embodiment, the antenna loop of a location tag 3 is formed aspart of the numbers applied to the back of a participant's shirt. Thecollar area is also a good location for embedding an antenna loop orother flexible circuiting of a location tag 3.

The location platform 4 in one example derives the location of a tag 3with reference to an array of base stations 10 fixed at known locationsthroughout the arena 1. In this example, the location tag 3 may be apassive RFID tag 3. All the base stations 10 transmit a signal to thelocation tag 3 and the passive tag 3 reflects a unique signal to all thebase stations 10. The reflected signal of greatest strength received bya base station 10 is most likely to be received by the nearest basestation 10 to that passive tag 3. The location platform 4 deems thelocation tag 3 to be in closest proximity to that base station 10 andthe location platform 4 derives the location of the location tag 3 asbeing the location of that base station 10 (which is of known location).The accuracy of such a system is determined by the proximity of the basestations 10 to one another in their array and obviously requires a verylarge number of base stations 10 to determine a reasonably accurateposition of the location tag 3. Such a system is also affected by theorientation of the tag 3 which alters signal strength.

Another example is an almost inverse system in which an array of passiveRFID transponders 10 are sited at fixed known locations in a grid or thelike in and around the arena 1. The location tag 3 transmits a signal tothe RFID passive transponders 10 and receives reflected signals from allof the passive RFID transponders 10 (or at least those in range). Thelocation tag 3 itself sends data concerning the reflected signals, orthe reflected signals themselves, to the location platform 4. Thereflective signal of greatest strength represents the most likelyclosest RFID transponder 10 to the location tag 3 so the locationplatform 4 derives the location of the location tag 3 as being thelocation of that passive RFID transponder 10 in the array.

In another example, a fixed set of base stations 10 or cell stations 10can be provided in or around the arena 1. In a learning process, an RFIDlocation tag 3, preferably passive but it may also be active, is movedthroughout the live arena 1 in an ordered manner and the signalcharacteristics received by the base stations 10 are logged for manylocations of the location tag 3. This provides a map showing the signalcharacteristics at the logged locations—or a look-up table. In use, thesignal characteristics of a location tag 3 are noted by the locationplatform 4 and entered into the map or look-up table and the best matchtag location for those signal characteristics is returned by themap/look-up table thereby deriving the location of the tag 3.

The base station or stations 10 can use angle of arrival techniques todetermine an azimuth and an elevation of an uplink signal from alocation tag 3 at more than one base station 10 and that information canbe used together with the same information from other base stations 10to create bearings for the location of a tag 3 and hence derive thelocation of the tag 3 from the bearings.

Time of arrival techniques may also be used to determine the location ofthe location tags 3 in the arena 1 but such systems are difficult toimplement because of the absolute synchronicity required to provideaccurate positioning information. GPS is an example of a time-of-arrivaltechnique.

Time-difference-of-arrival (TDOA) techniques can be used to derive anhyperbola of possible locations of the location tag 3 from each basestation. The intersection of the hyperbolae can be used to determine theprecise location of a location tag 3.

The location platform 4 can use a combination of some or all of theabove techniques to derive location information for the location tag 3.Using a combination of techniques improves the redundancy of the systemand the accuracy thereof. For example, a time-difference-of-arrivalsystem can be used in conjunction with an angle-of-arrival system toidentify a unique location solution.

Weight considerations and weight distribution considerations should betaken into account when selecting a location system to use with amovable object. The robustness of the location system should also beconsidered as inanimate objects such as balls are likely to experiencesignificant impacts and accelerations during a live event. Passive RFIDtags 3 may thus be better suited to such high impact environments thanactive location tags 3 or transceivers 3 which, although containingsubstantially only solid-state components, are still susceptible todamage.

As previously stated, the signals between the location tags 3 and thebase station 10 are radio, optical, ultrasonic or any combinationthereof. These signals include signals which originated outside of thetag 3 are reflected by the tag 3. The signals which originated outsideof the tag 3 may be encoded with a particular frequency (to enhance theintensity of the signal reflected by a specific tag 3 or group of tags3) and/or a particular sequence of pulses.

Clearly, there are likely to be a plurality of location tags 3 so thesignals between the location tags 3 and base stations 10 are coded orotherwise multiplexed to allow the plurality of location tags 3 toco-exist and have their own individual signals sent to the locationplatform 4 and the location of each unique tag 3 derived therefrom. Theindividual signals identifying the location of a tag 3 are time-stampedor the signal arriving at the location platform 4 is time-stamped at thelocation platform 4. The time-stamped location information can be useddownstream to collate the location of individual tags 3 at the sametime.

In one example, all of the location tags 3 encode a unique identifier orsignature in their signal. In other examples, the unique identifiers areprovided in an array of RFID transponders in and around the arena 1 sothat the location tag attached to the movable object 2 receives uniquesignals from each of the transponders 10 in the array and the locationtag 3 is then operable to transmit signals to a base station or thelocation platform 4. The location platform 4 derives from the receivedsignals which of the unique transponders 10 in the array the locationtag 3 is closest to and hence determines the location of the locationtag 3 as being at that unique transponder 10.

The location tag 3 and the base station 10 may be combined to comprise alocation system which delivers telemetry information to the locationplatform 4. An example of such a system is where the location tag 3 isconfigured as a GPS receiver.

In cases where the inanimate object 9 to be tagged is very fast moving,it may not be appropriate to determine the position of the object 9 byradio-positioning techniques. A somewhat different style of locationplatform 4 and location tag 3 is required. Optical scanners are used asthe base stations in and around the arena 1 and the location tag 3 maycomprise the colouring or reflective coating of the inanimate object.The colouring or coating is tuned to be identified by the opticalscanner. In one example, a ball 9 is tracked by optical scannersoperating in a narrow spectrum and the ball 9 is coloured or coated soas to reflect light in the narrow spectrum detectable by the opticalscanners. Using a combination of optical scanners and triangulationtechniques, the accurate position of the fast-moving inanimate objectcan be detected and derived by the location platform 4.

The location platform 4 is configured as a server which collects thelocations (and hence coordinates) of all the tagged objects 2, 9 in thereal world arena 1 in real time. The location platform server 4 verifiesthe incoming data and discards any corrupt packages of information.Importantly, the location platform server 4 also standardizes theincoming data from the different types of location sensors andconsolidates the information into a single co-ordinate system.

Time-stamping becomes especially important when location information isderived from a number of different sources. For example, locationinformation for each of the participants 2 in a game is derived from asingle system using a plurality of RFID transponders, one tagged to eachparticipant. In the same scenario, the ball 9 or other game object hasits location determined and tracked by a separate system, in this caseusing optical scanners, recognition techniques and tracking to determinethe location of the ball 9 and subsequently track the ball 9. Thelocation of the ball 9 is thus known in one system and the location ofthe participants 2 is known in another system. In order to collate allthe location information in a common time reference, time-stamping isused in each system with a common time source. The result is that thedifferent location signals or information for any participant 2 orobject 9 in the arena is representative of its location at any giventime and all the locations are known for the participants 2 and objects9 relative to one another. Taking this contemporaneous locationinformation allows the locations of all participants and objects to bere-created by rendering or representation in 2-D or 3-D, at any point intime or for a series of times. Indeed, an entire game may thus bere-created after the event in terms of the location and the participants2 and the objects 9 in the game.

It will be appreciated that a mixture of optical and tag-based trackingcan be used and that the location platform 4 may use this information toidentify location information for the or each object—erroneous locationinformation may be filtered out by the location platform 4. Erroneouslocation information may be identified in a number of differentways—e.g. comparing tag-based location information and optical locationinformation, and/or the location information for other objects (be theyother tracked objects or parts of the arena 1) relative to the objectconcerned.

The location platform 4 is also used to communicate the parameters ofthe respective arena 1. For example, where the arena 1 includes aplaying surface or field, the dimensions and coordinates of keylandmarks on the playing surface such as corner points, area boundaries,goal positions and center spot for a football pitch are stored on thelocation platform 4. For a motor racing circuit as the arena 1, thelocation platform 4 would store the track boundaries, extent of the pitlane, the start grid and the finish line.

Application Protocol Interface (API):

The application protocol interface (API) is connected to and fed by thelocation platform server or servers 4 in the case of there being manylocation platforms. The location platform server streams to the APIinterface the unique location tag identities together with the locationcoordinates for each respective location tag 3 in substantially realtime. The interface also has a number of containers for each of theunique location tag identifiers which hold the attributes associatedwith the object that is tagged by that location tag. For example, if thetagged object is an individual or player 2, then one attribute is theplayer's name. Other attributes may be the side of the player 2 andwhether the player 2 is in home or away kit. The attributes for anobject are associated with that unique identifier and are transmittedwith the unique identifier and the location co-ordinates to a virtualworld server 5.

Since location information is received substantially in real time, anytime stamping of the received signals from plural location platforms maybe time-stamped at the API.

The interface also has containers for other attributes associated withthe arena or the weather or conditions at the time. For example, thetype or condition of the playing surface may be stored as an attributeand the prevalent weather conditions, temperature, location of the sunand the like may also be stored as attributes for the arena. Theseattributes would also be accessible from and are helpfully transmittedto a virtual world server 5. These attributes are also helpfullytime-stamped, although to a lower resolution.

The information contained in the interface is deliberately buffered fora predetermined time interval so that the data can be verified, errorscorrected and further attributes added to the data to be streamedtherefrom. At very most, the delay is a matter of seconds.

The interface may also have containers for other information which maynot be real time information—for example, player rosters and biographyinformation.

The Communication Network:

The communication network 7 linking various elements of the interactivemedia system embodying the present invention is the Internet. However,bespoke networks or private networks are also utilized in otherexamples. In one example, a VPN network is used over the Internet 7. Inthis example, a VPN network connection network is established betweenthe API interface and a virtual world server 5.

The Virtual World Server:

The virtual world server 5 is a single server in this example. In otherexamples, the server 5 is a distributed network. In one example, clientsfor the virtual world environment are installed on end-user computingdevices such as desktop computers, lap-top computers, PDA's, tabletcomputers, games consoles, intelligent (internet enabled) television, orcell phones, each connected through the VPN network via an Internetservice provider and respective wired or wireless network connections.The clients on the end-user computers allow access through the VPNnetwork to the virtual world server 5.

The virtual world server may include an event ordering system or thismay be provided through an associated website, telephone sales serviceor the like. The event ordering system is configured to allowperspective spectators to view an event calendar—searchable by type ofevent, date, time or the like—to identify one of more events which theywould like to “attend”. The event ordering system may be configured toreceive an order for an event from a spectator and to provide, inreturn, one or more ticket options. Each ticket option may represent adifferent level of access to the event—e.g. a different seat position,access to a VIP or other exclusive area within the virtual world, andthe like. The system is configured to receive the prospective spectatorticket selection and to issue a payment demand to the prospectivespectator. The system may be configured to receive payment from thespectator or may direct the spectator through a third party website orother system to take payment for the ticket.

There are many examples of virtual world environments and those thatconcern us comprise a computer-based simulated environment intended forits users to inhabit and interact with one another as avatars which aregraphically-rendered representations of the residents of that virtualworld.

Such virtual worlds or virtual environments are also known ascollaborative virtual environments, immersive virtual environments,massively-multiplayer on-line games. Multi-user domains are more textbased fore-runners to virtual worlds as such and are probably notrelevant here.

Specific examples of virtual environments are Second Life (Registeredtrade mark of Linden Lab), There and Teen Second Life (TSL).

The virtual environment consists of a combination of Things which may beavatars, portals, artifacts and rooms. Users of the system, or residentsas they are sometimes better known, can add properties and methods toinstances of these objects. One simple way of developing objects is toinherit properties from other objects. In the virtual environment ofthis example of the invention, the real world arena is stored in thevirtual world server as an object in its own right. Some of theproperties of that object may be the same as the real world arena butthis is not essential. For example, if the real world arena has 30,000seats, it may be that the virtual environment object modeling the arenahas 100,000 seats. The properties of the object can be dictated by anadministrator.

It is also possible for a multiple object to be modeled on the onearena, each with slightly different properties. Thus, the arena-sideadvertisements in one object might be in English, whereas in the otherobjects, the advertisements could appear in other languages such asGerman, Japanese or Chinese. These properties may be applied to theobject (the modeled arena) at the host server or alternatively can beapplied at the client installation and may therefore be user specific.

In any event, at least one object is stored in the virtual environmentserver which is a model of the real world arena having a similar 3-Dco-ordinate system, at least when graphically rendered.

A user of a virtual environment, or resident when in the virtualenvironment, views a 3-D graphically rendered image of the environment,usually from a first person perspective. In this example, access to thevirtual environment is restricted to a predetermined resident allowed torelevant sections of the virtual environment upon payment of asubscription or upon payment of a one-off charge for the duration of anevent. Access for that resident/user is then enabled. Access iscontrolled by an administrator or a system with administrator rights.Access to the whole of the modeled arena or only specific areas of themodeled arena may be enabled and so a resident can be restricted to acertain seat in a stadium, the touch line of a playing field or aspecific aerial view. Access may be granted to the whole of thearena—access all areas—in which case the resident is able to experiencebeing part of the real live event by walking onto a playing surface andfollowing a ball or, in the case of a racing circuit, driving a caralongside a real-life racing driver. Access for a user may be providedto an exclusive area of the arena—e.g. a corporate box—if that user haspurchased the relevant ticket. In embodiments, a user may be given apass to access various areas of the stadium. The pass may be timelimited—e.g. the user may be able to access the grid of a motorsportevent before a race commences or between races but may be prohibitedfrom gaining access to the grid during a race. In an embodiment, accessto a particular part of the arena (e.g. a corporate box) is at thediscretion of another user and a user may send a message to that otheruser to request access to that part of the arena. The other user may bean administrator of the virtual world environment, and officialassociated with the relevant area of the arena, or a user who haspurchased the right to control access to that part of the arena.Messaging may be achieved by voice, text, and/or video communications.

A user may view the live event through in the first person through theeyes of a player or performer in the live event.

In embodiments, the users select or are allocated an area within thevirtual arena from which they can view the live event. This facilitatesusers gathering together in groups and allows for crowd controlmanagement.

An access interface comprising in one example the client software on auser computational device is in communication with the virtualenvironment server and, when enabled, gives a resident of the virtualworld environment access to the virtual world environment and access tothe arena in the virtual environment in which the moveable real worldobject is being modeled in substantially real time. The access interfaceis controlled by an administrator or by an automatic system havingadministrator rights. The resident corresponds to a real world entitysuch as an individual or, in the case of many individuals gatheredbefore a single display, many individuals, and the resident provides afirst person view to the real world entity allowing the modeled movementof the real world objects to be observed via the access interface insubstantially real time. Substantially real time means that the delay inobserving the real time event is only a very small delay comprising amatter of seconds at most and made up of normal telecommunication delaysand buffering of the data for error checking and consolidation purposesat the location platform server and API interface.

Only a very small amount of data concerning the location of the moveableobjects in the real life event need be transmitted to the virtual worldserver so that a tiny amount of bandwidth is used to render in 3-D, butalso possibly only in 2-D, a graphical representation of the live eventon a display device of the resident/user. This combination oftechnologies produces an incredibly realistic representation of a realtime event with only a tiny amount of delay, of the order of seconds,and allows users to be presented with a customized or tailored view ofthe real life event.

In embodiments, data used in the virtual world environment—e.g.representations of players or parts of the arena—are downloaded to theuser's display device in advance of the live event. Some data will onlybe available during the live event and this will need to be downloadedto the user's display device during the event. The user's display device(and/or computing device) may, therefore, connect to the virtual worldserver 5 one or more times in advance of the live event to prepare forthe live event. On purchasing a ticket, embodiments may include ascheduling system which defines a download schedule to ensure that dataused in the virtual world environment is downloaded, as required, to theuser's device in advance of the event.

Users may interact with each other by using a Voice-over-IP service oran internet text chat service. These services may be provided by thesystem or may be provided by an external provider. In the latter case,the virtual world environment may include an interface or portal for theservice or the service may be provided as part of a heads-up displayvisible to the user whilst viewing the virtual world environment.

The virtual world environment may include one or more virtual retailers,kiosks, and the like, from which users can purchase real or virtualitems. For example, a user may purchase a virtual hotdog and, oncepurchased, an avatar representing the user in the virtual worldenvironment may be altered to include a depiction of the hotdog held bythe avatar. In another example, the user may view a virtual cap ort-shirt in the virtual world environment and may purchase the cap ort-shirt through the virtual world environment. The avatar representingthe user may be altered to include the virtual cap or t-shirt, and/or acorresponding real cap or t-shirt may be sent to the user. A user mayalso purchase additional abilities for their avatar—for example, a newgesture. A user may also purchase, for example, an electronic mediaitem—such as a video, or audio track—in the same manner (the purchasedmedia item being sent to a user's device or being otherwise madeavailable to that device as a result of the purchase (e.g. as streamedmedia)). As will be appreciated, such transactions may be achieved bythe user navigating their avatar to a virtual retailer or kiosk, andinteracting with products and/or a sales assistant. The sales assistantmay be automated or may be an avatar controlled by a real salesassistant in a remote location (with respect to the user). The virtualworld environment may include a mechanism such that payment can be madefor a purchase of an item (be it a virtual or a real item)—e.g. tocollect credit card details or the like from the user through a pop-upwindow, a virtual payment interface, the exchange of virtual credits(with or without monetary value) or the like.

As mentioned above, the virtual world environment may include virtualadvertisements—which may be for real and/or virtual products. The arenamay include virtual billboards or hoardings to hold theseadvertisements. A click-through ability may be provided—such that theuser can select an advertisement displayed in the virtual worldenvironment and be directed to a website associated with theadvertisement. The advertisements may be different for each user or foreach group of users. The advertisements may include streamedadvertisements. Advertisements may be provided as a banner across theuser interface (such as a heads-up display) rather than appearing aspart of the virtual world environment—thus being visible to the userirrespective of the view of the virtual world environment selected bythe user.

The virtual arena of the virtual world environment may correspond in ormore respects with the arena in which the live event is taking place.However, in embodiments, the virtual arena is different. Indeed, inembodiments, the virtual arena may be a representation of a differentreal arena or a non-existent arena. For example, the arena may berepresented as being on the Moon and the physics of the virtual worldenvironment (e.g. the effect of gravity) may correspond with that foundon the Moon.

The virtual world environment may include a consistent or substantiallyconsistent style or branding. This style may include features of, forexample, popular cartoons or the like.

The virtual arena, however, is preferably a representation of an arenaincluding a spectator stand—the spectator stand being adjacent the arenaand/or event location (e.g. the football pitch). The user's avatar isdisplayed within a virtual version of the spectator stand. Thus, thevirtual world environment is a representation of the arena and itsspectator stand. The user is able to view the live event through thevirtual world environment as if the user were present in a realspectator stand associated with an arena. The user is able to view thelive event as if actually present as a real spectator at the liveevent—rather than watching the event by television for example (in whichcamera positions do not represent actual positions in which a spectatormay view a live event).

Avatars representing users, players, and the like, may be customizable.Accordingly, each avatar may include one or more essential featureswhich cannot be altered (team emblems, for example) and one or moreoptional features which can be altered (team colours). These alterationsmay be made by the user according to their preference—as graphical userinterface may be provided to allow the user to customize the avatars. Auser may also be able to customize aspects of the arena—which may alsoinclude essential (non-changeable) features and optional (variable)features. The customized virtual world environment may be unique to thatuser or access to the customized virtual world environment may beprovided to a group of users.

The virtual world server 5 and/or other elements of embodiments of theinvention may collect an archive of information. This archive mayinclude information regarding the live event—player positions, passes,heart rate, speed of movement, duration of movement, weather conditions,and the like. The information may be used to provide statistics to oneor more spectators or for broadcast providers—potentially at anadditional cost. The virtual world server 5 and/or other elements ofembodiments of the invention may also gather information regarding thespectators—which tickets are purchased, what services are used, whichspectators interacted with each other, what other objects within thevirtual environment a spectator interacted with, and the like. Suchinformation may allow tailored services to be provided or new servicesdeveloped to meet a perceived need identified from the information. Theinformation about the live event and/or the spectators may be stored ina separate secure facility.

User management may be handled through an account-based system in whichusers step-up an account and place ticket orders and view events usingthe account.

Account management may be provided via the virtual world server 5 and/orthrough an associated website accessible by the user.

To ensure that each user experiences to the virtual world environment inthe most appropriate manner, various client programs may be provided fordownload—with each program being tailored for a particular device ortype of device. For example, a first program may be provided fordownloading to a laptop, a second program may be provided fordownloading to a mobile telephone (i.e. cellphone), and the like. Theuser may be required to purchase the relevant program. The program, oncedownloaded and installed, provides the client program which manages theconnection to the virtual world server 5. The client programs mayprovide different facilities to the user depending on the processing andcommunication capabilities of the device in which they are being run.

The client programs may include two parts: a front end and a worldclient. The front end provides the user with an interface which allowsfor registration and profile management, and/or avatar customization,and/or ticket browsing, and/or ticket purchasing. The world clientprovides the interface through which the virtual world environment isviewed by the user.

The user may view the virtual world environment through an interfacewhich presents an image of the virtual world environment and one or moreof the following: a friends and groups window, a chat window, aninformation and game event log, text bubbles or emoticons, bookmarks orreplays.

The friends and groups window may be the center of the user's socialnetworking experience within the virtual world environment. The windowmay provide a user with the ability to interact with other users at theevent. A facility may be provided to allow the user to manage theirfriends and buddy relationships. The user may use groups to manage theirgroup membership list, find the location of members and view theirstatus. The other users (who may be friends/buddies or in a group) arepreferably other users of the system but, in embodiments, could includeusers from other systems and social networking systems (an interfacebeing provided to allow interaction between systems).

The chat window allows users to chat with each other (e.g. by text,voice, or video). Via this window a user can broadcast to a plurality ofother users based on preselected channels (Group, Friends, Local); theuser can also receive such broadcasts from other users and filter thechat output by channel types. The window may include clickable usernames which allow shortcut access to commonly performed actions such asIgnore, Add friend, Send buddy invite and Make a gesture, etc.

The information and game event log displays information about the event,players/performers or other recent events. This might include a livetext commentary feed.

The text bubbles and emoticons may be used by small groups of spectatorswhen watching an event together. Accordingly, text messages betweenusers can be configured to show as a “speech” bubble for each avatar inthe group. Emoticons can also appear in the bubbles or in the chatwindow.

The bookmarks and replays are used by users to mark a point of interestin the event, which will then be displayed as a visible icon on theevent timeline. The event timeline may be viewable by the user duringthe event or may be accessed after the event. A user may click on thebookmark symbol to set the event data back to that point, allowing thataction to be replayed. Replays can be saved to a favorites list forlater viewing and can be sent to other users as an invitation to view asection of the event at that user's leisure.

Icons may be provided in the user interface to allow the user to controlthe view, the movements of their avatar (i.e. navigation), gestures madeby their avatar, administrative options, and viewing modes—for example.

Objects within the virtual world environment may have a predeterminedset of animated actions. For example, a virtual representation of aplayer participating in the live event may have predetermined animationsto represent the player running forwards, or backwards, or kicking aball. The predetermined animations may be common to more than oneobject. There may be special animations for particular objects—forexample, a particular player may have a “signature move” for which aspecial predetermined animation is prepared for the virtualrepresentation of that player if the real player performs the signaturemove. Such signature moves may include, for example, playercelebrations—for which a special animation may be provided (the playermay be given permitted to select their own special animation for suchcelebrations in advance of the live event). In an example, a playercelebration may be linked to an advertisement and the particularanimation of a player celebration may form part of an advertisement fora product or service (the provider of the product or service maypurchase the right to have the particular animation shown).

An embodiment of the invention includes a broadcast mode and interfacewhich can be used by, for example, television broadcasters to supplementvideo footage of the live event. The interface may permit a broadcasterto record the event or part of the event from multiple virtual cameraangles—which may or may not correspond with actual camera angles used bythe broadcaster (e.g. a “ball's eye view”).

A separate class of avatar may be provided for members of the press.This avatar may be provided with additional gestures (compared to otheravatars) and may include a visual indicator that the avatar isrepresentative of a user from the press. For example, the avatar may berepresented holding a camera or video camera. The press user may beprovided with an “access all areas” pass—which may exclude certainprivate areas (such as corporate boxes). The interface for the pressuser may also include additional options to record aspects of thevirtual world environment—e.g. an interview with another user, a player,or the like. The interface may only permit recording of an interview, ifthe other user has consented to the interview. Accordingly, the memberof the press may send an interview request to another user and receivean acceptance of the request or the request may, of course, be declined.The member of the press may be prevented from recording the interviewunless the acceptance has been received.

A virtual press room—a special form of corporate box—may be provided.The virtual press room may be decorated in a similar manner to a realpress room.

When used in this specification and claims, the terms “comprises” and“comprising” and variations thereof mean that the specified features,steps or integers are included. The terms are not to be interpreted toexclude the presence of other features, steps or components.

The features disclosed in the foregoing description, or the followingclaims, or the accompanying drawings, expressed in their specific formsor in terms of a means for performing the disclosed function, or amethod or process for attaining the disclosed result, as appropriate,may, separately, or in any combination of such features, be utilized forrealizing the invention in diverse forms thereof.

1. A virtual world environment unit configured to simulate an actuallive event in substantially real-time, the unit comprising: a serverincluding a processor and a memory; and one or more user interfacescoupled to the server for use by one or more users; wherein the serverstores and implements: a simulated arena based on library informationfor an arena, the simulated arena including a virtual event area; and asimulated object in the virtual event area of the simulated arena, saidsimulated object corresponding to an object involved in the actual liveevent, wherein movement of the simulated object in the virtual eventarea of the simulated arena is based on substantially real-time locationdata received for the actual object in the actual live event; andwherein the server displays an advertisement to a first user via a userinterface associated with the first user, the advertisement beingviewable by the first user as the first user views the simulated arenafrom a simulated user location of the first user.
 2. The virtual worldenvironment unit of claim 1, wherein: the server stores and implements avirtual spectator area; the virtual spectator area includes a differentsimulated user location in the virtual spectator area associated witheach of a plurality of users; and the advertisement is viewable by thefirst user as the first user views the simulated arena from thesimulated user location of the first user.
 3. The virtual worldenvironment unit of claim 1, further including an advertisement hoardingthat stores a plurality of different advertisements and wherein theserver displays the advertisement to the first user as one of the storedadvertisements.
 4. The virtual world environment unit of claim 3,wherein the server displays a first one of the plurality of differentadvertisements stored in the hoarding to the first user at a first timeand a second one of the plurality of different advertisements stored inthe hoarding to the first user at a second time.
 5. The virtual worldenvironment unit of claim 1, wherein the server displays theadvertisement in the simulated arena as being viewable from thesimulated user location of the first user within the simulated arena. 6.The virtual world environment unit of claim 1, wherein server displaysthe advertisement on the user interface associated with the first userapart from the simulated arena.
 7. The virtual world environment unit ofclaim 6, wherein the server displays the advertisement as a banner on auser interface screen of the user interface associated with the firstuser.
 8. The virtual world environment unit of claim 1, wherein theserver displays a second advertisement to a second user via a userinterface associated with the second user, the second advertisementbeing viewable by the second user as the second user views the simulatedarena from the simulated user location of the second user.
 9. Thevirtual world environment unit of claim 7, wherein the serversimultaneously displays the first and second advertisements to the firstand second users.
 10. The virtual world environment unit according toclaim 1, wherein the server displays the advertisement in a languagespecific to the first user.
 11. The virtual world environment unitaccording to claim 1, wherein the server enables the first user toselect the advertisement via the user interface associated with thefirst user to obtain more information about an advertised product withinthe advertisement.
 12. The virtual world environment unit according toclaim 1, wherein the advertisement is related to a virtual product usedin the virtual world environment.
 13. The virtual world environment unitaccording to claim 1, wherein the advertisement includes an animationrelated to a player in the virtual world environment.
 14. A method ofcreating a viewable virtual world environment that simulates an actuallive event in substantially real-time, the method comprising:simulating, via a computer processor, a simulated arena having a virtualevent area; simulating, via a computer processor, an object in thevirtual event area of the simulated arena, said object being involved inthe actual live event; simulating, via a computer processor, movement ofthe object in the virtual event area of the simulated arena based onsubstantially real-time location data received for the object; anddisplaying, via one or more user interfaces, an advertisement, theadvertisement being viewable by a first user as the first user views thesimulated arena from a simulated user location of the first user. 15.The method of creating a viewable virtual world environment of claim 14,further including storing a plurality of different advertisements in amemory and wherein displaying an advertisement includes displaying afirst advertisement to the first user at a first time and displaying asecond advertisement to the first user at a second time.
 16. The methodof creating a viewable virtual world environment of claim 14, whereindisplaying the advertisement includes displaying the advertisement asbeing in the simulated arena so that the advertisement is viewable fromthe simulated user location of the first user within the simulatedarena.
 17. The method of creating a viewable virtual world environmentof claim 14, wherein displaying the advertisement includes displayingthe advertisement on a user interface outside of the virtual worldenvironment.
 18. The method of creating a viewable virtual worldenvironment of claim 14, wherein displaying the advertisement includesdisplaying a first advertisement to a first user via a first userinterface and displaying a second advertisement to a second user via asecond user interface, wherein the first and second advertisements aredifferent advertisements.
 19. The method of creating a viewable virtualworld environment of claim 14, wherein displaying the advertisementincludes enabling the user to select the advertisement via one of theuser interfaces to obtain more information about an advertised productwithin the advertisement.
 20. The method of creating a viewable virtualworld environment of claim 14, wherein displaying the advertisementincludes displaying the same advertisement in different languages, ordisplaying an animation related to a player in the virtual worldenvironment as part of the advertisement.